Tourism Sector Stages Rapid and Robust Recovery – Minister

Jamaica’s vital tourism sector is staging a rapid and robust recovery following the devastation of Hurricane Melissa last October, says Tourism Minister, Hon. Edmund Bartlett.

Delivering opening remarks virtually from the Middle East – where he is currently on official Government business – Mr. Bartlett officially opened the 36th annual Jamaica Product Exchange (JAPEX) 2026 at Moon Palace Jamaica in Ocho Rios on Monday, September 14.

Addressing hundreds of international travel buyers, suppliers, and media representatives, Mr. Bartlett said that approximately 80 per cent of Jamaica’s hotel inventory has already reopened and is fully operational.

The announcement served as a powerful signal to the global travel marketplace that the island remains open and resilient in the face of natural adversity.

“Jamaica’s tourism sector has, time and again, demonstrated an extraordinary capacity to rebound,” Mr. Bartlett said.

“The fact that four out of five of our hotel rooms are ready to welcome guests in less than a year after a major category-five hurricane is a testament to the strength, dedication, and preparedness of our tourism stakeholders and partners,” he continued.

To sustain this momentum, Mr. Bartlett highlighted that the Government has allocated more than $4 billion in the 2026/27 fiscal year.

This funding will back aggressive global marketing campaigns and strategic partnerships aimed at restoring and surpassing visitor arrival numbers.

A central theme of the Minister’s remarks was Jamaica’s “Tourism 3.0” strategy.

This new era focuses on digital transformation, deeper integration of local supply chains, and geographic diversification.

Mr. Bartlett emphasised that while traditional markets like the United States and Canada remain foundational, Jamaica is aggressively expanding its footprint into new frontiers, with a particular focus on Latin America, Europe, India, and the Middle East.

Organised jointly by the Jamaica Hotel & Tourist Association (JHTA) and the Jamaica Tourist Board (JTB), the three-day trade show is the premier marketing event for Jamaica’s tourism industry.

This year’s staging holds elevated importance as local operators look to secure critical winter-season contracts with international tour operators and travel agents.

Mr. Bartlett noted that the economic ripples of JAPEX extend far beyond beach resorts.

By connecting international buyers directly with local attractions, transport providers, and small-to-medium enterprises, the event ensures that the economic benefits of tourism reach deeper into the local economy.

Industry analysts view the successful staging of JAPEX 2026 as a pivotal moment for the Caribbean tourism industry.

The strong turnout of international delegates in Ocho Rios underscores continued global confidence in the Jamaican brand and its long-term growth potential.

“We are not just rebuilding; we are reimagining. Through Tourism 3.0, we are creating a more resilient, inclusive, and dynamic industry that can withstand global shocks and continue to serve as the main engine of Jamaica’s economic prosperity,” Mr. Bartlett said.